PENGARUH SOCIAL NORMS DAN ENVIRONEMNTAL CONCERN TERHADAP PURCHASE INTENTIONS PADA MEREK PAKAIAN MARKS & SPENCER DI SURABAYA YANG DIMODERASI OLEH ENVIRONMENTAL MARKETING CLAIMS
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Abstract
Penelitian ini merupakan replikasi model penelitian yang diajukan pada penelitian Kim et al. (2012). Pada satu dekade terakhir perkembangan jumlah pakaian ramah lingkungan terus meningkat termasuk pakaian dengan Merek Marks & Spencer, hal ini yang membuat banyak Masyarakat di kota besar Khususnya Surabaya ingin membeli merek pakaian Marks & Spencer. Karena selain nyaman dipakai dan terbuat dari bahan baku ramah lingkungan, Marks & Spencer juga salah satu perusahaan pakaian yang peduli akan kerusakan lingkungan sekitar. Penelitian ini bertujuan untuk mengetahui pengaruh dari Social Norms dan Environmental Concern terhadap Purchase Intentions pada merek pakaian Marks & Spencer di kota Surabaya, serta peran moderasi Environmental Marketing Claims. Survei yang dilakukan menggunakan teknik pengambilan sampel non-probability sampling melalui pendekatan purposive sampling. Pengolahan data dilakukan dengan menggunakan Analisis Regresi Berganda menggunakan software SPSS 16. Jumlah sampel dalam penelitian ini sebesar 200. Analisa dilanjutkan dengan FGD untuk mengeksplorasi niatan pembelian M & S. Hasil penelitian menunjukkan terdapat pengaruh Social Norms terhadap Purchase Intentions & Environmental Concern terhadap Purchase Intentions di Marks & Spencer kota Surabaya serta moderasi Environmental Marketing Claims yang tidak berpengaruh signifikan. Hasil FGD, informan sebagian besar memiliki niatan pembelian M & S karena mendapat informasi dari teman dan melihat banyak individu atau kelompok memakai pakaian M & S, ada juga sebagian informan muncul niatan pembelian karena suka produk pakaian ramah lingkungan.
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